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For the longest time Target (the department store chain) has avoided mention in this blog. In fact, I’ve used some of their mobile efforts in presentations to show the way to win (vs. fail) in mobile. Both Target and their mobile partner Deloitte Digital have done fantastic work on their mobile app and mobile site. So I was surprised to find myself standing in a Target store looking at this sign.

It’s a simple sign with a clear message but how do I get the app? Are they relying on me to go the app store on my phone (Google Play, in this case), do a search for “target” and download it that way? I guess they are because they’ve provided no more convenient alternative.

FAIL

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What could have saved this experience/campaign?

Well, it isn’t the most egregious fail. I guess the solution is pretty obvious but I’ll spell it out.

1) Give a Call-To-Action
This is what surprises me most about the Target sign. Sure, someone who is really motivated will figure it out. But when you are engaging people in-person tell them what to do. Give them a call-to-action. And in a purely mobile environment such as retail a call-to-action should be short and sweet. Don’t force people to think about how to do something, tell them. And make the process as short and quick as possible. There are some ways they could have made things easier for me:

A short URL – something like, “target.com/app”. This is easy to enter and easy to remember.

A code for me to send via text-message – something like “Text TARGET to 28594″. This has the added benefit of providing Target with an opportunity to get me to opt-in to receive their text-alerts.

Maybe a QR code – They’re not dead (as some will claim) and are the fastest way for someone to get your app. Though plenty of people still don’t know what a QR code is or what to do with them, signs like this can be a good place to use them. However, I probably wouldn’t have put one on this sign as it was 8 or so feet off the ground; the code would have to be really big to be scan-able.

2) Put some smarts behind the URl/QR code.
To keep the sign clean and the call-to-action clear you need a QR code or URL that points to multiple app stores. With a little device detection and redirection a single url can be used by any phone/device with a good resulting experience.

Interestingly, that same day I saw this sign at Home Depot. When you text to the code you get a url the directs your phone to the correct app store. Well done.